Fa (brand)
Fa is an existing since 1954 brand of cosmetics that the Henkel Group are sold.
history
The story of the Fa brand begins in 1954 with a new type of soap, which differed from the products of the competition in both its shape and color. It had an unusual yellow-green marbling and combined the terms “cleaning and care”. The Krefeld company Dreiring KG , at that time a subsidiary of the Henkel Group, called their innovative product "New style fine soap" and created the product name "fabulous" soap, abbreviated to "Fa". The name also stands for the production technology of "thread soap". The Fa brand product family has been expanded; In 1972, the brand's products were available in twelve countries on two continents.
In 2008, the Federal Cartel Office imposed a fine totaling 21.6 million euros on the Henkel Group for fixing prices for, among other things, Fa shower gel .
The product family includes soap , shower gel and deodorant . Fa is one of the European market leaders. Products are also marketed under the Fa brand in the Middle East, Africa and Asia. In total, Fa is sold in 146 countries. Since Fa gets a new look every couple of years, the brand is considered a prime example of a product relaunch .
Fa in advertising
The Fa products were extensively advertised in TV spots . Since undressed women were used for the first time in Germany in the 1970s, this advertising attracted a great deal of attention, but also aroused criticism from conservative, church and feminist circles. A wave- shaped soap product , which was also used as a brand logo, was advertised in this way .
literature
- Florian Langenscheidt (Ed.): German Brand Lexicon . Editions GmbH, 2008, pp. 919-920, ISBN 978-3-8349-0629-8
- Florian Langenscheidt (ed.): Brands of the Century - Lighthouses on the Sea of Brands . Gabal, 2012, ISBN 978-3-869-36449-0
Web links
- Product website de.fa.com
- The scent secret - a treasure of the Fa soap on Wirtschaftswundermuseum.de (advertising poster for "The Fa soap")
- Hydrant preferred , article on Fa advertising on ZEIT online, accessed on September 2, 2013
Individual evidence
- ↑ Objectives of brand management with special consideration of the consumer goods industry on Google Books
- ↑ Case studies and learning projects on marketing. Results on Google Books
- ↑ Christina Brede: The instrument of cleanliness: the development of the mass production of fine soaps in Germany 1850 to 2000. Waxmann Verlag, 2005, ISBN 3-830-91439-3 , p. 27. ( online )
- ↑ Fa - The Shower Gel ( Memento of the original from September 28, 2013 in the Internet Archive ) Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. on handelsblatt.com (company profile)
- ^ Punishment for toothpaste and shower gel , Manager Magazin, February 21, 2008.
- ↑ Product website at de.fa.com
- ↑ fa on henkel.de
- ↑ Johanna Joppe, Christian Ganowski, Franz-Josef Ganowski: increase sales - now! Campus Verlag, 2004, ISBN 3-593-37560-5 , p. 167. ( online )
- ↑ Rita Gudermann, Bernhard Wulff: Der Sarotti-Mohr: The moving story of an advertising figure , Ch. Links Verlag, 2004, ISBN 3861533413 , p. 316. ( online )
- ↑ FA advertising from the 70s on youtube.com
- ↑ FA advertising from the 1990s on youtube.com
- ^ 1992 Fa advertisement on youtube.com
